Selling Methods . --Approximately three-fourths of the sales are made 

 direct to wholesalers and corporate chainstores with the balance 

 handled through brokers. 



Brand Policy . --Approximately 40 percent of sales are marketed under 

 the Jersey Shore brand. Commodities packed under this label include 

 sweet potatoes, white potatoes, lettuce, cabbage, and blueberries. 



All other sales packages are marketed under the growers' name or label. 



Market Information . --Principal sources of market information are 

 the USDA Market News Service, State market news service, and phone 

 contacts with brokers. 



Quality Control . --The cooperative through its corporate agency has 

 inspection and quality control in packaging and grading both sweet 

 potatoes and white potatoes. The importance of quality control for 

 other crops is stressed to the growers who must assume this respon- 

 sibility at the farm level. 



Operating Problems . --Some of the problems faced by the cooperative 

 and its corporate agency include the need for stronger member partici- 

 pation and support; an overall lack of volume which reduces marketing 

 effectiveness as well as needed revenue for the operation; and a way 

 to convince growers that they must pack their produce according to 

 buyers' specifications. 



Management's Appraisal of Sales Situation . --Fewer buyers in the produce 

 market have resulted in more competition and consequently more 

 difficulty pricewise in marketing. Increased varieties specified by 

 buyers present problems in getting the needed produce from other 

 sources. The increase in direct buying helps the sales manager through 

 talking directly to the individual buyers for finalizing sales. Buyers 

 demand for quality produce has assisted sales management because the 

 stress on quality with members has resulted in an improved quality 

 program. 



18 



